Andrew Bertera, a scientist-turned-marketing leader at New England Biolabs, blends lab experience with 30+ years in commercial roles. He explores why analytical buyers resist change. He covers turning skepticism into curiosity with peer data and samples. He explains how consistent brand and CX, structured feedback, and targeted use of AI build trust and move careful buyers toward commitment.
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insights INSIGHT
Fear Of Risk Drives Skeptical Buyers
Skepticism in complex B2B buying is driven by fear of risk and change, not just budget or indecision.
Scientists stick with known products because switching could invalidate years of experimental data and publications.
question_answer ANECDOTE
Freezer Reorder Habit In Lab Scientists
Scientists often reorder the same product from their freezer out of habit to preserve experimental continuity.
Andrew recounts the common customer journey of seeing a nearly empty vial and reordering the exact catalog number.
volunteer_activism ADVICE
Use Peer Data And Samples To Prove Value
Use peer-generated data and samples to move skeptical buyers from doubt to testing.
Get respected scientists to publish results and provide customers samples so they can reproduce data themselves.
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How do you get skeptical buyers to choose your products and services over competitors? What does it actually take to earn trust from people who question everything before making a decision? Here is what most leaders get wrong: they assume that scientists, data-driven professionals, and analytical thinkers make decisions based purely on logic. The research says otherwise. Even in the most technical industries, something else is driving the final call. And once you understand what it is, it changes how you approach sales, marketing, and customer experience entirely. In this episode of Doing CX Right®, Stacy Sherman sits down with Andrew Bertera, a scientist-turned-marketing leader at New England Biolabs, to explore what actually moves skeptical buyers from hesitation to commitment. Stacy also shares the results of a LinkedIn poll she conducted, asking business leaders in complex buying cycles, life sciences, technology, and manufacturing, what most often prevents a purchase decision from moving forward. The answer surprised people. Listen to find out what it was and why it matters for your business, even if you are nowhere near the life sciences industry. In this conversation, you will learn: Why are the most analytical buyers not as logic-driven as you think How to turn skepticism into curiosity without overpromising What role do peer validation and credible data play in building trust How to design moments in the customer journey that reduce friction and increase confidence Why a consistent brand experience across marketing, sales, and service determines whether a skeptical buyer stays or leaves How structured and informal feedback loops keep you ahead of what customers actually need The conversation is grounded in life sciences, but the principles apply to any business working to win over careful, skeptical buyers and build loyalty that lasts. Learn more at DoingCXRight.com and subscribe to the newsletter for more actionable strategies. Book time with Stacy here.
Doing Customer eXperience Right In The AI Era | Stacy Sherman 